Eddison Media is pleased to announce the sponsorship of National Hunt jockey James Cowley. As part of this partnership, James will be wearing Eddison Media-branded breeches throughout the current National Hunt season.
James is a conditional jockey, which is the National Hunt (jump racing) equivalent of an apprentice jockey on the flat. Conditional jockeys are allowed to claim a weight allowance until they have either won 75 races or reached the age of 26. This allowance gives less experienced jockeys a competitive edge by reducing the horse’s allotted weight in a handicap race, making it easier to secure rides against seasoned professionals.
Currently, James is honing his skills at Bankhouse Stables in Cheshire, under the guidance of Grand National-winning trainer Donald McCain. With plenty of experience already under his belt, he is well on his way to ‘losing his claim’ and turning professional. We are delighted to support James on his journey, and we hope that our sponsorship will contribute to his continued success.
A Day at Bangor-On-Dee Racecourse
We recently caught up with James at Bangor-On-Dee Racecourse, where he was riding in the Deva Racing Handicap Hurdle. It was a fantastic opportunity to see him in action, and we captured some great moments from the day. Below, you can view a gallery of photos showcasing James and the excitement of National Hunt racing.
Why Sponsor a Jockey? A Cost-Effective Marketing Opportunity
Sponsoring a jockey is an affordable and highly effective way for businesses to increase brand exposure, particularly in the world of horse racing, where television and press coverage play a major role. Unlike traditional advertising channels, jockey sponsorship offers continuous visibility at multiple race meetings, often in front of thousands of spectators, both in-person and via live broadcasts.
1. National & Television Exposure
Horse racing is one of the UK’s most popular sports, with millions of viewers tuning in to televised races. High-profile events such as the Cheltenham Festival, Aintree Grand National, and Royal Ascot attract nationwide attention, offering an unrivaled platform for brand recognition. If your sponsored jockey wins or places in a major race, your brand is likely to appear in TV replays, newspapers, and social media coverage, providing exposure far beyond race day itself.
2. Branding Opportunities Beyond the Track
Jockey sponsorship isn’t limited to just racecourse appearances. Branded gear extends beyond breeches to include:
- Neck Roll & Coccyx Pads – Additional on-course branding opportunities
- Racing Silks (Owners’ Discretion) – Sometimes, sponsors can gain visibility through subtle additions to jockeys’ gear
- Jockeys’ Vehicles – Many jockeys travel over 40,000 miles per year between racecourses, trainers’ yards, and race meetings. Branding on their vehicles ensures exposure on motorways, at racecourses, and beyond.
3. Supporting a Hard-Working Athlete
For jockeys, securing sponsorship is a crucial part of their career. Unlike other professional athletes, jockeys are not salaried—they rely on riding fees and prize money, which can be unpredictable. Sponsorship provides much-needed financial support, helping cover:
- Travel and accommodation costs
- Racing equipment and clothing
- Insurance and physiotherapy expenses
By backing a jockey, businesses directly contribute to the development of rising talent, helping them focus on racing without financial strain.
4. A Cost-Effective Marketing Strategy
Unlike major team sponsorships in football or Formula 1, jockey sponsorship is relatively affordable, making it accessible for small and medium-sized businesses. Companies can benefit from long-term exposure at a fraction of the cost of advertising through traditional media or online PPC campaigns.
Many businesses have found that jockey sponsorship pays for itself in terms of brand awareness, networking opportunities, and customer engagement—especially in industries related to betting, horse racing, hospitality, and rural businesses.
Interested in Sponsoring a Jockey?
If you’re considering jockey sponsorship, you can learn more by reading the Professional Jockeys Association (PJA) sponsorship guide. The guide explains how sponsorship works, the benefits it offers, and how to get started.
We look forward to seeing James Cowley in action this season and wish him the very best of luck. Stay tuned for updates and race highlights!
